Where Consumers Shop for Toys and Games

Despite the strong growth of e-commerce, offline retail remains important for toys and games companies. Consumers are increasingly looking for immersive experience for families in-store, where they can spend leisure time at the weekend. Having consumers spend time in stores increases the possibility of additional purchases. Applying an omnichannel strategy will cater to consumers’ evolving needs.

Key Findings

The power of pop culture influences sales

The box office success of Barbie and Super Mario Bros has benefited toys sales amidst high inflation and economic uncertainties. Toy manufacturers are capitalising the momentum through collaboration with other industries, such as fashion.

Traditional toys and games stores focus on offering interactive experiences

Traditional toys and games stores increasingly rely on creating an interactive experience in stores, with dedicated play areas and engaging displays for customers to see and try products. Lego continues to open more stores in smaller cities to reach more consumers.

Hypermarkets remain popular for their deals and one-stop shopping solution

Hypermarkets maintain a strong position, based on their low prices and wide product ranges, with consumers in North America and Australasia still preferring to have a one-stop shopping solution.

E-commerce will continue to outpace offline stores

E-commerce will continue to outgrow offline retail, driven by strong growth in mobile games, and consoles games companies pushing the transition towards digital copies. For traditional toys, price and wide product variety remain the biggest drivers of online purchasing.

Omnichannel strategies cater to the evolving demands of today’s consumers

Physical stores and e-commerce complement each other in driving growth in the overall market. Consumers can go to stores to see and try products, and then purchase them online when there is a price drop. Consumers also have convenient options, such as click-and-collect.

The Where Consumers Shop for Toys and Games global briefing offers a comprehensive guide to the Toys and Games market at an international level. It looks at both global and regional level performances as well as providing category and channel analysis. It identifies the leading companies and offers strategic analysis of key factors influencing the industry, new product developments as well as future trends and prospects.

Product coverage: Traditional Toys and Games, Video Games.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Toys and Games market
• Pinpoint growth sectors and identify factors driving change
• Understand the competitive environment, the market’s major players and leading brands
• Use five-year forecasts to assess how the market is predicted to develop.